Issue №: 3 (77)
The journal deals with the issues of efficiency of functioning of the national economics and organizational forms of management of the national economy. Attention is paid to the problems of marketing, management and efficiency of production and economic activity of agrarian enterprises. The issues of public administration and administration, accounting and taxation, banking and insurance, forecasting and modeling of economic processes, foreign economic activity, commodity flows of economic entities and their infrastructure support.
TRANSFORMATION OF TOURIST FLOWS AS A FACTOR IN THE DEVELOPMENT OF THE HOTEL BUSINESS OF UKRAINE IN THE CONDITIONS OF MILITARY, ECONOMIC AND DIGITAL CHALLENGES
STAVSKA Uliya – Doctor of Economic Sciences, Associate Professor, Head of the Department of Business and Service Areas, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e–mail: usv.urf@ukr.net, https://orcid.org/0000-0003-2799-1556).
ZAMRIY Victor – Assistant of the Department of Business and Service Areas, Vinnytsia National Agrarian University (21008, Vinnytsia, 3, Soniachna Str., e–mail: mzed2017@ukr.net, https://orcid.org/0009-0002-4220-9630).
BARANOVSKY Olexander – Master, Vinnytsia National Technical University, (21000, Vinnytsia, 95, Khmelnytskyi Highway Str., e–mail: baranovskyisasha@gmail.com, https://orcid.org/0009-0009-5036-2513).
The article examines the impact of tourist flows on the development of the hotel industry in Ukraine under the current transformational conditions caused by the full-scale war, economic instability, digitalization, and changing tourist behavior. It is substantiated that tourist flows are a key determinant of hospitality business performance, influencing hotel occupancy, financial results, investment activity, and competitiveness. The study demonstrates that the efficiency of hotel enterprises depends not only on the volume of tourist flows but also on their qualitative characteristics, including demand structure, the length of stay, seasonality, tourist expenditure, and the level of consumers’ digital engagement.
The paper analyzes the main trends in the Ukrainian tourism market during 2022–2025. The findings reveal that the full-scale war has led to a significant territorial redistribution of tourist activity, an increased the role of domestic tourism, a higher share of long-term accommodation, and growing customer expectations regarding safety, digital services, energy resilience, and service quality. It is established that regional disparities in tourist flows require the implementation of adaptive management models for hospitality enterprises.
Based on the analysis of the Ukrainian Business Index (UBI), the study confirms that weak business expectations adversely affect the corporate tourism segment, investment activity, and the financial performance of hotel enterprises. The strategic directions for improving the competitiveness of the hotel industry are identified, including the digitalization of management systems, the implementation of demand forecasting and revenue of management technologies, CRM systems, diversification of hotel services, enhanced energy efficiency, and greater operational resilience. The research substantiates the feasibility of integrating of innovative management approaches with the principles of sustainable development and the post-crisis recovery of Ukraine’s tourism industry.
The scientific and methodological approach to assessing the impact of the transformation of tourist flows on the development of the hotel business has been improved by developing an author's conceptual model that integrates security, economic, digital, energy, and behavioral factors in the formation of tourist demand and allows determining strategic directions for the adaptation of hospitality enterprises.
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About the journal
С1 Economics and International Economic Relations (by specialization)
D1 Accounting and Taxation
D2 Finance, Banking, Insurance and Stock Market
D3 Management
D4 Public Management and Administration
D5 Marketing
D7 Trade
J3 Tourism and Recreation
Founded in 1997 under the name ”Bulletin of Vinnytsia State Agricultural Institute”. In 2010-2014 it was published under the name “Collection of Scientific Papers of Vinnytsia National Agrarian University”. Since 2015 “Economics, finance, management: current issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 PR dated 12/31/2014).
